Multifamily Management Companies Monitor Reviews

Residences at Fountainhead management uses social sites to monitor reviews.

PHOENIX—A bad review on Facebook or Yelp can be a blow to any business but those businesses that depend on long-term relationships with clients or customers tend to suffer the most from those reviews. Bryan Fasulo , regional property manager at Pinnacle Property Management Services , which oversees management of Residences at Fountainhead , recently discussed online vehicles with GlobeSt.com. GlobeSt.com: What online reputation tools (Yelp, Facebook, etc.) do you actively monitor? Bryan Fasulo: At the Residences at Fountainhead, we find that our online reputation is exceptionally important. For that reason, we monitor every review website from ApartmentRatings.com to Facebook to Yelp . If you can write a review on it, we monitor it! GlobeSt.com: Which ones seem to have the greatest ROI in terms of building and maintaining their content? Fasulo: I would have to say that Yelp is probably our largest contributor to the bottom line. Yelp is the number one review site on the web for all sorts of businesses and our clientele is really in tune with what Yelp has to offer. With more than 4,000 followers on Facebook, we are very conscious of what is being said about us in social media as well. GlobeSt.com: What tangible effect (i.e. Fountainhead’s leases) does online reputation have on business? Fasulo: The number one goal of our online marketing and reputation management has been to help make The Residences at Fountainhead a brand name people recognize. The overall result is that we have achieved an average of 37 leases per month since opening our doors April 1, 2015. GlobeSt.com: What about organic, local partnerships within the community? How does that compare to online lead generation? Fasulo:  Pinnacle Property Management Services has used The Residences at Fountainhead to promote the urban neighborhood with the small neighborhood feel. To do this, we host several events at our community including happy hours, food truck Wednesdays, fresh air yoga and Sunday Funday. In all of these events, we use local companies such as Chompie’s, a Doubletree hotel located right next door, local breweries and several of our local food truck companies. We want our residents to feel like they are a part of something bigger than just renting an apartment home. We have gone as far to even partner with a local coffee vendor, Cartel Coffee, in place of the typical Starbucks or K-Cup machine.  The added benefit to using local partnerships is that it allows these companies to promote us on their social media, bringing our message to an even broader audience.